Archive
Every Expert Views article, is archived chronologically here.
To see all the articles from a particular writer, go the writer biogs section.
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Expert View: What are you selling, really?
It's often the case that there is a difference between what you think you are selling and what the customer is actually buying. Customers are often buying into a lifestyle, a feelgood factor, or a 'story'. The most aware businesses fully understand what the customer is buying from them. David Parish asks you to ask your customer.
18 June 2008
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Expert View: Grow your business by giving!
As a leader in your organisation, one of your aims must surely be to expand business cost effectively. Advertising budgets are finite, and we all know anyway, that business is about people not just transactions. Val's own marketing mission is to; develop my business through giving not selling, which may sound completely barking, but boils down to a belief that you reap what you sow. Here are Val's top tips.
09 June 2008
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Expert View: What's in a name?
"Consignia was swiftly consigned to the Royal Mail dustbin while New Coke soon went back to tried-and-trusted Coke. Whether the new name is very different or tweaking the original, finding the right title is notoriously difficult." Alex Turner, business reporter for the Liverpool Daily Post shares his views.
03 June 2008
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Expert View: Is helping the community sexy?!
"If you’re reading this because of the title then it’s true that the word sex is a turn on! Does it follow that any product a business makes or supplies that is deemed sexy is easier to sell? Ignore communities at your peril! It’s not just about communities manifesting themselves in the guise of consumers. Consumers are people whom respect good will." Colin McKeown shares his views.
27 May 2008
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Expert View: Prevention is better than cure!
The law states that all employers, whatever their size, must prevent risks to their employees’ health. It is critical that employers take this ‘Duty of Care’ seriously. In addition to the legal requirements, it is important for businesses to look after the wellbeing of their staff in order to minimize the time and money lost to absence. Sue Weir, Chief Executive from Medicash shares her thoughts.
19 May 2008
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Expert View: Using direct mail to grow your business (part 3)
In the third in the series, Jenny gives you some tips on how to make your mailing piece cost effective. "Direct mail is a fantastic way to get out to your customers and it does work judging by the amount of mail we get through the post everyday. But like all things it is a science."
12 May 2008
- Expert View: What does culture mean to business An Expert View with a difference. Watch Phil Redmond's speech from the British Chambers of Commerce held at the Arena and Convention Centre Liverpool. 06 May 2008
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Expert View: Incubation - A process not just a place
There’s lots going on within the technology, digital and related sectors on Merseyside with more businesses starting up and choosing to base themselves here rather than other parts of the UK. Mike Dean explains just how important incubation is to small businesses and how they can make a difference.
30 April 2008
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Expert View: Let your customers do the Plogging!
"The marketplace has gone global – we can now reach more customer than ever before. But that goes for customers too. Customers can talk to other customers like never before. Word of mouth – both positive and negative – can spread like wildfire, and will." David Parish explains plogging and how you can make it happen.
23 April 2008
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Expert View: Using direct mail to grow your business (part 2)
Jenny Stewart is back with tips on how to create your own mailing piece. "By challenging every aspect of your letter and improving your mailing piece you will always be able to make a margin of improvement in your response rates" promises Jenny.
14 April 2008
